Esher-based Mayad Allos says the combination of wealthy buyers and ageing homes has given him and other developers the chance to make design history, building and creating award-winning mansions.

Many of the lavish homes are designed to the last degree, but his proclaimed key to success is selling the dream of a true millionaire’s lifestyle.

Mr Allos told the News & Mail: “The value of the houses we’re building is allowing us to build some very exceptional homes that have never really been seen before.

“On St George’s Hill, for example, the homes were really good in their time but now we have been given the opportunity to do something different, something stylish, something exceptional.

“One of our clients wanted something that was contemporary without being garish or over the top. We’re doing a swimming pool floor that lifts and becomes a dancefloor.”

But, he says, his grandiose vision of creating a borough of attractive homes is meeting stiff resistance from villagers.

“There are traditionalists and conservationists,” he said, “who we have to respect, obviously, but at the same time wouldn’t it be great to look at this area in 100 years time and think there was a fantastic movement in architecture and design.”

One of his homes is on the market for £6.5 million, but Mayad doesn’t anticipate a problem in selling it. He lives in one himself.

“There’s sometimes jealousy when you’re putting up a £6 million house next to a £2 million house,” he said.

“Nine times out of 10 the homes we knock down and rebuild were dilapidated.”

Extra design features always depend on the buyer’s individual preferences but favourites at the moment include lots of glass, interesting architecture, balconies and outdoor eating spaces.

“Clients say what sort of space they need and we’ll explain how we can do it, keeping them absolutely mesmerised along the way,” he said.

“You’ve got to keep them infatuated with the house but, at the same time, it has got to work and be functional.

“These clients work with the design team for about 18 months.

“It’s as enjoyable as shopping for a car or clothes.”

He is keen to get away from the suggestion that his clients are all wealthy footballers splashing out on super-luxury homes – although he has admitted some of them are.

“We have had Chelsea players but look at the market. We have Swedish, American and Scandinavian people,” he said. “I learned that the real value is not in building, but in creating a product, creating a dream.

“You buy a box of chocolates and you want to see the wrapping.

“Do you design cars like you did in the 1920s?

“Houses are not allowed to be creative and state-of-the-art.”

Mr Allos praises his “amazing” team and says he refuses to sell a home until his wife Aida, an interior designer, is happy with it.

He said: “I would love to build a house that actually behaves around you so as you walk into the house you command it to do things and that will be my next step.

“Whether you want a movie to come on or the lights or music the house will know.

“Progress doesn’t always have to be evil. Change can be good as long as it’s respectful to the surrounding environment.

“I would tell the people of Esher and surrounding area that there’s nothing wrong with being creative and liberating yourself. It could be scary but if all the houses looked the same, how drab would that be?”